Chinese Consumers Go for Luxury Skiwear on Alibaba’s Luxury Platform

Chinese consumers returned to the slopes during the Lunar New Year in January, fueling a surge in luxury skiwear and ski equipment sales.

Sales of luxury ski helmets, ski glasses, and snowboards jumped 170% year-over-year from December last year, according to Alibaba’s high-end e-commerce platform Tmall Luxury Pavilion.

Items, including the Maya short down jacket from Moncler and Canada Goose’s freestyle down jacket, suitable for wear during skiing, gained traction on the luxury platform.

French fashion house Chloe collaborated with skiwear brand Fusalp, while Italian designer Prada joined forces with sports brand Oakley to release a line of ski goggles.

Luxury brands are riding high on the wave of interest in skiing in China. Bookings for snow and ice-related tourism more than doubled during the Lunar New Year holidays, according to Alibaba’s travel booking platform Fliggy.